Let’s say the CEO of Abercrombie & Fitch explains that his stores don’t sell clothing for larger women, while they do for men, because they only want to market to “the cool kids.” This is outrageous and worthy of action, something many of us have done (myself included — here’s my open letter about eating disorder culture to the CEO of Abercrombie & Fitch).

Action is applying pressure to a decision-maker to bring about a change. There are many ways to take action. In the case of Abercrombie & Fitch, a corporation dependent upon success in the consumer market, some of the most obvious routes to change include letter writing, petitions, demonstrations and meetings — basically direct “look at me here” actions targeting the company itself. Public pressure of this kind makes sense not just because Abercrombie & Fitch makes its own decisions about what clothing lines it will carry, and what kind of CEO behavior they are willing to tolerate, but also because it is motivated to have a brand that sells.

Successful organizing often entails not angering your natural allies. You want the focus to remain on your cause, not on a newly created controversy of your own making. This is why a recent viral effort called “Fitch the Homeless,” a campaign where some disgusted with the CEO of Abercrombie & Fitch started giving away his clothes to homeless people and videotaping it in order to allegedly tarnish his “cool kid” brand was so off-base. Using homeless people as props is simply offensive. It does nothing to dispel eating disorder culture. Further, it does not help homeless people with issues they are facing (in fact, one of the larger issues in helping the chronically homeless is establishing trust — and how does forcing them to become part of a viral video campaign in which they are expected to play part of a joke do anything but erode trust toward those who say they want to help?). Finally, it alienates potential allies who are justifiably angry with the dangerous and as-yet unrecanted words and policy of an eating-disorder culture promoting CEO.

Takeaway for organizers: Don’t take advantage of vulnerable people to make a point. Trust that your message is strong enough to stand on its own two feet — introducing one oppression to end another doesn’t work.